A társadalmi felelősségvállalás megjelenése a reklámokban

Esettanulmány: A Benetton és a Dove társadalmi felelősségvállalása

Rezumat

The Appearance of Social Responsibility in Advertising. Case Study: The Social Responsibility of Benetton and Dove
Naked buttocks with “HIV” written on it, an AIDS patient on their deathbed, a kiss between a Catholic priest and a nun, bare hearts and three inscriptions, prisoners awaiting their death sentence, bloodstained uniforms... Many people may find them familiar from the Benetton–Toscani campaigns, which swept through advertising history with revolutionary force. Their boldness provoked and stirred up dormant public opinion, prompting people to take a stand. Some found them scandalous, oversensitive, or exploitative, while others considered them true sensations. One thing is certain: Benetton has become a symbol of social responsibility, just like Dove, whose Real Beauty campaign strives to this day to break down stereotypes surrounding beauty, broaden the concept of attractiveness, and draw attention to the dangers of chasing harmful ideals. But why do companies take on social responsibility? Even more so, why do they build it into their communication strategies? What does war and viruses have to do with United Colors of Benetton’s colorful sweaters? Or shower gels with teenagers’ self-esteem issues? Especially when the products themselves are nowhere to be seen in the advertisements. Is it an expectation, perhaps a duty, for a company to be socially responsible and to advertise that fact? What does the consumer need? A product presentation, or perhaps an insight into the brand’s values? Is it possible to have both at once? How risky is it to get involved in social and political issues? In my paper, I illustrate through the case studies of two global brands that are considered pioneers in the field of social responsibility, what advantages responsible business practices bring, and what dangers they may hold.